THE EXCEPTIONAL SPOKESPERSON

It starts with the power of face-to-face communication, the impact of spokespersons to tell the story the right way, and the validation power of the news media. As a professional communicator, I have observed company representatives fumble golden opportunities to persuade, convince and inform. Most executives feel unsettled facing a camera or microphone and a spate of tough questions. The average company executive is not prepared psychologically or professionally to deal with the media. They pay qualified public relations counselors to guide them through the process. But, sadly, most of these exercises are undertaken in the heat of a crisis situation, and, when the storm is over, the lessons are quickly forgotten.

The ideas, resources and steps for success provided in this blog are the results of decades of observation and study of what make interviews successful. In part, success is linked to the ability to speak in public, to formulate crisp and cohesive messages, to convey authenticity and humanity. The other factors are driven by the diversification of media technology and the increasing need to establish and build good brand reputation in the digital age.

This space will collect best practices and fully explore the world of the Exceptional Spokesperson by looking at the basics of good in-person communication.  From platform speaking skills and delivering powerful presentations to small groups, to live interviews on network news and press conferences, the skills for success are remarkably similar.  The common denominators are PRACTICE and CONNECTION.

Myths:
Before an interview, it’s OK to ask the journalist to send you questions in advance.

Reality:  
It’s very unlikely you will get the questions in advance and it should not really matter because the Exceptional Spokesperson controls the message. 

Former U.S. Secretary of State Henry Kissinger famously quipped before news conferences:
Does anyone have questions for my answers? The message was clear: he had messages to deliver and he was in charge.

On the flip side: Sam Donaldson of ABC News, said, The questions don’t do the damage. Only the answers do.

Guru of the Day

Seth Godin (sethgodin.typepad.com) Crash diets and good habits:

Crash diets don't work. They don't work for losing weight, they don't work for making sales quota and they don't work for getting and keeping a job.

Similarly, they don’t work for handling media interviews in times of crisis.  The time to hone your skills as an Exceptional Spokesperson is every day, over time and systematically, not when the barbarians are storming the gates.


Links to Genius

Garr Reynolds, presentation master and author, The Naked Presenter:
www.presentationzen.com